Royal Stag Solidifies Cricket Partnership With Recent Extension

Indian whisky brand Royal Stag has extended its partnership with the International Cricket Council (ICC) for another four years. 

This extension continues a successful collaboration that first began in 2018 and has cemented the position of the brand as an official supporter of the ICC.

With the ongoing ICC Men’s T20 World Cup action heating up in the US and West Indies, Royal Stag has been leveraging on the tournament for its marketing and cricket fan engagement campaigns.  

On the brand’s association with ICC, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India,said, “Royal Stag has always stood by its brand philosophy of ‘Live it Large,’ inspiring people to dream large and be the creators of their own destiny. Our journey with cricket started in 2000 and since then we have only strengthened our association with the sport, creating a huge impact on cricket fans across the country. We are delighted to renew our partnership with the ICC as it enables the brand to continue delivering ‘Live It Large’ experiences to die-hard cricket fans everywhere.”

ICC’s Chief Commercial Officer, Anurag Dahiya, added, “The ICC is delighted to extend its partnership with Royal Stag for a further four years. I am excited for us to partner with a brand like Royal Stag, a global leader in their field, to work together on redefining the fan experience and bringing people closer to the game than ever before.”

According to ASN data, Royal Stag (5.8%, ~US$24.9m) is the 5^th largest spender for its category across the Asian sponsorship market since Q321, with a quarterly average investment of slightly above US$2.1m during this period. However, spends have plummeted way below the average since Q423 ranging in figures between US$137k and US$576k, and its collaboration with the ICC is certain to push up its investment.